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Most share issue prospectuses end up looking the same – dry and dull, with lots of financial data and very little of the story behind it. Cafédirect had to be different. The first ethically trading plc used an innovative gatefold format that opened in the middle. A reader could go back and read the Cafédirect story to the present day or, go forward and read how their money would be used into the future. The Share Issue Prospectus was designed to be highly accessible, visually striking and to strike a chord with our customers rather than corporate investors. The Prospectus was marketed on-pack across Teadirect and 5065 products. As a result, our share issue was over-subscribed and our goal of $5 million quickly realised through 4,500 small investors, many of whom were (and still are) Cafédirect consumers. A little imagination goes a long way.

Annual Reports

2004/5 Cafedirect Annual Report - Transformer
Well we had to go some way to beat our previous publications but we seem to have pulled it off. ‘Transformer’ is a large format publication designed to portray Cafédirect in its true light – the world’s leading Fair Trade brand and the company that pioneered the revolution we are witnessing in our supermarkets. ‘The best Annual Report Ever’ is the consensus point of view (though we have had one complaint about the smell of the ink on the recycled paper). Transformer captures the stories from Flight 5065 London Eye, to Cafédirect’s Africa Investor Award win, as well as the progress growers are making in communities around the world. But this year has not been without its challenges, as the growers of Chiapas, Mexico know only too well. Hurricane Stan hit them hard just as their beans were coming to harvest, the upside for them is that we raised enough funds to repair the damage. Read all about it. We printed some extras just in case you wanted some real news.

See Image 2 for the 2003/4 Cafedirect Annual Report
See image 3 for the 2003 Cafedirect Share Issue Prospectus

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